WCAU-TV launches DigPhilly.com
Cory Bergman May 3rd, 2007
NBCU’s owned-and-operated station in Philadelphia has soft-launched DigPhilly.com, a social networking site that features current events, local features, music, nightlife, shopping, restaurant reviews, video sharing and classifieds. Explains the site, “You can review your favorite restaurant, post videos and blogs, join discussion groups, sell stuff, find out about new music and meet new people.” Kudos to NBCU for taking a fresh approach to attracting younger users who increasingly don’t watch local TV news or visit local TV websites. Also, kudos for burying the NBC brand on the site — you have to drill down into the terms of service or click on the weather link at the top of the site to figure out the WCAU association. (In situations like these, brand association with a major local media company can actually hurt your chances of success.) If you ask me, DigPhilly.com (which has some similarities to Vita.mn, by the way) is a great example of a TV station branching out into new audiences and local niches to attract new online revenue. Keep in mind the site is in deep beta — they just launched — but take a look around and tell us what you think. (Thanks for the tip, O!)
5 Comments Add your own
1. Rex | May 4th, 2007 at 12:07 am
Built on Vignette? Huh.
2. Alyssa | May 4th, 2007 at 9:32 am
How many social networking sites are we supposed to be members of again?
3. Mitch | May 4th, 2007 at 10:30 am
Alyssa has an excellent point. The idea is good on the surface but misses the mark and probably won’t fare well. Just one more social networking site to join. NBC would have been smarter to “team up” with an existing social network that already has a footprint than try to start their own brand new thing.
4. Cory | May 4th, 2007 at 11:07 am
In NBC’s defense, I would say this site stands alone without the social networking features. So even if people don’t choose to sign up, there’s still rich content and data. This is a city site with a social engine.
Secondly, I think there are still plenty of opportunities for local social networks built around local things.
5. Mike | May 4th, 2007 at 11:29 am
The problem though is there are already well established sources of the same kind of information in the Philly market. They’ve got a tough road ahead.
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